2. Objectives
• To know the types of campaigns public relations practitioners
typically plan and execute for their organizations
• To understand the campaign process and be able to identify
the characteristics of a successful campaign
• To understand how to prepare a campaign, including
planning, goal-setting, timetables and budgets
• To understand the need for campaign evaluation and be able
to identify types of evaluation appropriate for public relations
campaigns
• To develop a sensitivity toward cultural distinctions
throughout the world and an understanding of how different
campaign strategies, tactics and techniques for different
publics may be needed when planning a public relations
campaign that is worldwide in scope
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3. What is a Campaign?
• Coordinated, purposeful, extended effort
• Designed to achieve a specific goal or set
of interrelated goals
• Intended to move an organization toward a
goal or long-range objective
• Addresses an issue, solves a problem,
corrects or improves a situation
• Changes, modifies or reinforces behavior,
opinion, law
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4. Types of PR Campaigns
• Public awareness
• Public information
• Public education
• Reinforcement of attitudes, behavior
• Change or attempted change of attitudes,
behavior
• Behavior modification
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5. Characteristics of Successful
Campaigns
• Based on assessment of the needs, goals
and capabilities of priority public
• Based on systematic planning and
production
• Incorporates continuous monitoring and
evaluation
• Takes into account complementary roles of
mass media and interpersonal
communication
• Selects appropriate media for publics
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6. Successful Campaign Model
• Definitive mission statement (Values)
• Corporate culture (Shared Values)
• Positive public relationships (Expressed
Values)
• Reputation (Understood Values)
• Selection of appropriate media for each
priority public, with due consideration of
each medium’s ability to deliver the
message
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7. Successful Campaign
Elements
• Educational aspect: always educates, enlightens
its public(s)
• Engineering aspect: ensures that the means to
the desired behavior exist and are readily
available
• Enforcement aspect: provides something beyond
simple incentives to support behavioral change
• Entitlement aspect: convinces publics of the
value of the appeals of the campaign so they
“buy into” the message
• Evaluation aspect: evaluated frequently to
provide a “report card”
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8. Planning a Campaign
• Look at the organization’s mission and the
goals and objectives of the PR program
• Develop goals and objectives for the
campaign that are in line with the
organization's plan
• Decide how you will measure
accomplishments, success
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9. Planning a Campaign (cont.)
• Consider demographics, psychographics of
publics
• Define what needs to happen as a result of
the campaign
• Set a timetable for the campaign and build
in time for glitches and delays
• Determine the campaign’s budget and the
source of the funding
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10. Planning a Campaign (cont.)
• Choose a theme based on what the public
needs to know
• Choose messages and channels for
distributing those messages
• Develop a contingency plan in case the first
theme or message strategy is not
successful
• Sell your plan to management
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11. Implementing the Campaign
• Adapt and apply tactics and techniques called for
in the plan
• Check all elements against your desired overall
strategy and theme
• Adhere to timetable and budget
• Keep management and those involved in the
campaign informed of every development
• Solve problems that arise quickly and positively
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12. Evaluating the Campaign
• Two types: monitoring and postmortems
• Monitoring ongoing during campaign
• May include unobtrusive measures as well
as formal research
• Benefits from a postmortem: a thorough,
honest autopsy of what worked, what didn’t
– Uses formal research
– Only constructive criticism permitted
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13. Evaluating the Campaign
(cont.)
• Evaluate impact on publics
• Evaluate effect on organization’s mission
and goals
• Evaluate impact on attitudes, perceptions of
publics
• Evaluate effect on organization's financial
status, ethical stance, social responsibility
commitment
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14. Changing Behavior with
Campaigns
• Information, awareness only steps toward
ultimate goal of changing behavior
• Changing behavior works best when the
people being asked to change are involved
in formulating the campaign’s behavioral
goals
• Top-down often doomed to failure
• Grassroots, bottom-up more likely to
succeed
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15. Government Campaigns
• Many countries have government agencies
that develop campaigns to deal with social
or economic issues
– Population control in China and India
– Economic restructuring in Romania and
Bulgaria
– Tourism in Mexico
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16. Global Campaigns
• One size doesn’t fit all
• Difficult to coordinate seamless campaigns,
either at home or abroad
• Language barriers, government regulation,
cultural sensitivities make some issues
taboo as well as some techniques, slogans,
appeals
This is PR 11th Edition
Newsom, Turk and Kruckeberg